I've just had a thought. Is it correct to say that the benefit of paying for business class is actually to get out of coach, rather than to get into business?
Take BA and VS (the Suite at least), they both (generally) offer great products - fully flat, better food, a toothbrush and ear plugs, good service (depends on your taste which you prefer) but, actually, the only real advantage is that you are not squashed, like you are behind. See, the extra add-ons are all better and cheaper to obtain on the ground (the VS bar is, after all, just a little bar) so you're not really choosing to pay for that part of the service.
What do you think?